Mike Rodgers

🔁 We're all about that SPO! 🔁 As more marketers recognize the importance of supply path optimization in CTV advertising, the demand for streamlined and transparent transactional methods continues to grow. We at ElementalTV are committed to empowering our publisher partners through SPO to get them as close to direct demand as possible, with the least number of inefficient paths. Our supply path optimized inventory further streamlines audience activation by directly accessing supply from publishers and select partners, bypassing multiple hop fees and markups typically associated with CTV intermediaries. Here's a few reasons why and how optimized supply paths create a win-win scenario for all stakeholders involved in the CTV media buying process. Enhanced Efficiency: By optimizing the supply path, advertisers can access premium CTV inventory more efficiently, reducing wasted ad spend and maximizing campaign performance. Publishers, on the other hand, can better monetize their inventory by connecting with the most relevant buyers, leading to higher fill rates and increased revenue. Transparency and Trust: SPO fosters greater transparency in the ad ecosystem, allowing buyers and sellers to have full visibility into transactional processes. With clear insights into ad placements and pricing, both parties can build trust and foster stronger partnerships. Improved Targeting and Relevance: By choosing the right supply paths, advertisers can ensure their ads reach the most relevant audiences, leading to higher engagement and conversion rates. For publishers, SPO enables them to deliver more targeted ad experiences, increasing viewer satisfaction and retention. Data-Driven Decision Making: SPO empowers both buyers and sellers to make informed decisions based on real-time data insights. By analyzing performance metrics and audience behavior, advertisers can refine their targeting strategies, while publishers can optimize their inventory packaging and pricing models. This is why VISTA's AI-driven curation and inventory packaging, founded on rich audience insights and contextual signals, ensures highly relevant and strategically aligned ad placements. #connectedtv #streamingtv #avod #fasttv #adtechnology #digitaladvertising #ctvadvertising #adtech  

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This week Toronto is hosting the World Federation of Advertisers for global marketing week, bringing together many of the globe's top CMOs (Chief Marketing Officers). It's timely that EMARKETER released some insights on the role of the CMO. Good news. CEOs are seeing CMOs in a more positive light. This is framed by more dynamic & complex roles that are increasingly driving business results that matter to the CEO & CFO. The transformative role of AI is helping drive this and putting investing in skilling up the marketers on their team. Elevating the role of the CMO has been a long standing conversation at the Canadian Marketing Association & something I'm seeing firsthand on the field. It's fantastic to see some positive momentum as we use her in the age of AI. Stephan Loerke & friends from WFA - we look forward to seeing you in Toronto this week! More from EMARKETER report here: https://lnkd.in/g5di7j9g More about the WFA global marketing week in Toronto: https://lnkd.in/gxq-_KE7

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Disappearing cookies and deprecated location signals are impacting advertisers' ability to effectively target and reach consumers on the "open web". While advertisers know that building robust first-party data strategies can remedy this, a combination of legacy internal data silos and Canada’s changing privacy environment are leading them to pull back or move more slowly in the absence of assured privacy-safe options. What are some challenges or solutions you’ve come across? #Advertising #EffectiveTargeting #FirstPartyData

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As we approach the end of third-party cookies, it's crucial for businesses in Canada and the US to adapt their digital advertising strategies. Embracing first-party data and Customer Data Platforms (CDPs) will ensure compliance with privacy regulations like CCPA and PIPEDA, enhance personalization, and build stronger customer relationships. Learn more about preparing for a cookieless future and staying ahead in a privacy-first world. Check it out here: https://lnkd.in/gMd88kgu #DigitalAdvertising #FirstPartyData #PrivacyFirst #MarketingStrategy #Privacy #DataProtection

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Acadia is a one-stop shop for the mid-market disruptor. These brands are used to only having two options in terms of agency partners. We're giving them a third. Before we sold Lift361 and ShopFluency to Acadia in 2021, we were a boutique consultancy focused on data and analytics. We saw that mid-market brands had three options: 1. They could piece together a bunch of boutique shops like ours 2. They could go be a small fish in a big pond with a massive agency 3. Or they can work with Acadia, which gives them the best of both worlds Acadia has brought together six boutique shops for them. They can just work with Acadia to get all of their growth, analytics, and media needs in one place. They get the resources of a larger agency with that same boutique feel. More importantly, we get the mid-market. Mid-market brands don't have the budgets to spend broadly like the larger, established players. They have to be scrappy and strategic, targeting their marketing to take share with customer segments where they can win. We know that journey, and now, with Acadia, we can not only use data and analytics to refocus their strategies, we have teams that can go execute against that strategy across multiple different disciplines. The agency world is evolving, and I'm proud to be part of the solution that provides mid-market brands the focused partnership and wide-ranging capabilities they need to thrive.

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Did you know that Gen Z makes up a staggering 20.67% of the U.S. population and 17.6% of the Canadian population? 🤔 Imagine the influence they wield in shaping the marketing landscape. Curious to explore how this generation is reshaping the future of marketing? Delve into this thought-provoking article with me and uncover the insights that are sure to leave you intrigued. https://buff.ly/3U3NB0p So, how exactly is Gen Z changing marketing? Let's break it down: Authenticity is key: Gen Z craves authenticity and transparency from brands. They can spot inauthentic marketing efforts from a mile away so it's crucial for marketers to prioritize genuine interactions and showcase real values to earn their trust and loyalty. Visual and content-driven: This generation is highly visual and content-driven, favouring short-form visually appealing content like videos, memes, and stories. Marketers need to diversify their content strategies and meet Gen Z where they are most active to capture their attention. Socially conscious consumers: Gen Z values brands that align with their beliefs and values, expecting them to take a stand on social and environmental issues. Marketers must demonstrate genuine commitment to social responsibility and sustainability to resonate with Gen Z and build lasting connections. Influence of influencers: Influencer marketing is on the rise among Gen Z as they seek recommendations and endorsements from peers and trusted influencers. Brands that leverage authentic influencer partnerships can effectively reach and engage Gen Z audiences, amplifying their message using authentic and minimally edited content. So, there you have it – Gen Z is reshaping marketing as we know it, and it's up to us as marketers to adapt and innovate to meet their evolving preferences and expectations. Dive into the article for even more insights and inspiration on how to connect with your Gen Z audience! Are you ready to embrace the changes and adapt your marketing strategies accordingly? #GenZMarketing #Authenticity #Innovation

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The worst thing you can do as a marketing leader is to think your technical debt is insurmountable. If you are reading this and think an optimized martech stack is only a dream. Time to wake up. Its possible if you follow a proven framework and have the fortitude to see it through. #OEG #opsenabledgrowth #martech #marketingops #revops 

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Whether you're after the next big opportunity or just exploring, these pointers are your golden ticket to a seamless search experience. 📲 Dive in, tailor your journey, and get ready to find your match. Who said job searching can't be simple and fun? With Swob, it's all about smart moves for big wins! 💥 #SwobTips #SmartJobSearch #YourCareerYourWay"

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🚀 Elevate your digital advertising game without breaking the bank! Discover how outsourcing #AdOperations can be your strategic advantage. Our latest article unveils the secrets to maximizing campaign performance with a cost-effective, expert ad ops team based right here in Canada. 🍁 Don’t miss out on the opportunity to transform your ad strategy and achieve remarkable results. Click to learn more and let’s connect to bring your advertising to new heights! #AdOps #DigitalMarketing #OutsourcingExcellence https://lnkd.in/g7t3H8dB

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CTV POLITICAL SPEND 📺 - Connected TV (CTV) political ad spending for the 2023-2024 period is projected at $1.51 billion. -This figure is part of a broader $10.7 billion estimate for total political advertising revenue. -CTV ad spending represents a significant portion, showcasing the platform’s growing importance in political campaigns. - The increase in CTV spending contributes to the overall 19% growth in political ad revenue compared to the 2019-2020 period. 📖 Article : https://lnkd.in/gN6eZ_f6 🌎To learn more join the AdTechGod Slack Community : https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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After a year of collective belt tightening across B2B tech, now is the time to double down on your investment in top of funnel brand awareness. New research from TrustRadius and Pavilion indicates that while 2023 had buyers focusing mainly on the potential ROI of their purchases ("prove it or lose it"), in 2024, buyers are leaning more heavily on trust, transparency and brand when making decisions. But there's a disconnect. Just as buyers are shifting their focus to trusted brands, brands themselves have failed to adapt, with many allocating less of their discretionary marketing spend toward top-of-funnel brand awareness initiatives (an average of 38%) and more to demand generation (an average of 53%). The full report will be officially published on June 10, but I've got a sneak peek for you 😉 . Check it out below to get all the data ⤵ and learn why now is the time to double down on brand. #marketing #brandawareness #kathleenhq

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You Are Funding Your Competitors with Bad Marketo Data! Imagine this: Your marketing budget, a vital lifeblood for your business, is being siphoned off by a silent thief: poor data management. Misinformed decisions based on flawed Marketo data lead to wasted resources on campaigns that miss the mark. The result? Lost revenue and a competitive advantage handed to your rivals. This isn't a hypothetical scenario, it's a harsh reality for businesses clinging to inaccurate data. The cost of inaction is crippling. Don't let your marketing efforts become a charity for your competitors. Here's the good news: there's a way to reclaim control and turn your data into a powerful weapon. Simply join our exclusive webinar: "From Data to Dollars: Marketo's Guide to ROI & Attribution" Date: July 30th Meet the Experts - Ayesha Kayani - Marketo Expert - Naomi Liu - Director, Global Marketing Operations at EFI - Kacper Gawlik - Marketing Automation Specialist - Britney Young - Director, Digital Marketing at Prudential Financial - Mark R. - Global Marketing Operations VP at Emplifi This powerhouse team will equip you with the tools and strategies to transform your data into actionable insights that drive unprecedented success. It’s high time that you aren’t held back by bad data. Register Now! Secure your spot before it's too late! https://lnkd.in/ecdryjNM #Marketo #Webinar #marketingROI #attribution #dataanalysis #marketingautomation

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𝐁𝐞𝐰𝐚𝐫𝐞 𝐭𝐡𝐞 𝐓𝐫𝐚𝐩 𝐨𝐟 𝐒𝐢𝐥𝐨𝐞𝐝 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 SaaS platforms have revolutionized how B2B Businesses look at growth, introducing terminology like MQL (Marketing Qualified Leads) and SQL (Sales Qualified Leads). These metrics have become staples in growth strategies, helping track and optimize specific stages of the funnel. We all love a good operational system that makes our teams more efficient. Sales, social media, performance marketing—there's a tool for everything. And these systems are great at making life easier for each function. But here’s the problem I see happen over and over again: When you get too focused on optimizing within your own silos, you risk losing sight of the bigger business picture. It's really easy to fall into the pit of tracking your business through the lens of your own platform, without connecting the dots between functions. Because at the end of the day, your board, your investors, your CEO—they don't care about your SQLs or your MQLs. They care about the closed deals, the bottom line, and the real impact on the business. So, while it's important to have the right tools for the right stage, it's just as crucial to make sure those tools are talking to each other. Ensure that everyone is aligned around the metrics that truly matter for the success of the company as a whole. Don’t lose sight of the forest for the trees. It’s essential to maintain a high-level perspective, ensuring all functions are working together towards common business goals. I discuss this in detail on the Growth Trends Show:

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In this episode of the Revenue Engine Podcast, I talked with Mark McEachran, Senior Vice President of Product Management at Yieldmo, to discuss the evolving landscape of digital advertising. We explore the importance of first-party data, the role of contextual targeting in a post-cookie world, and future opportunities for privacy-focused startups. Check out the latest episode of the Revenue Engine Podcast. Link in the comments.

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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Is your GTM team playing guessing games with lead scoring? The latest MarTech article from Eric Dates 📈 reveals a scoring model they'll ❤️ (and it's not based on vibes!). Ditch the mystery box of lead scoring! Eric introduces a data-driven approach that helps your GTM team identify high-quality leads -- the ones that turn into sales magic. Read more 👉 https://lnkd.in/eP2JsjUs #leadgeneration #leadgen #marketingoperations #B2Bmarketing #datadrivenmarketing

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